Data Ready CRM integrates CRM 3.0 with Experian’s data services. The objective is to provide users with instant access to Experian’s business and consumer databases, which contain financial and demographic information, so they can maintain accurate and rich market and customer data to improve targeting and manage prospects.
The solution is designed to overcome one of CRM’s perennial problems, the lack of accurate data. With few organizations operating ongoing data capture and quality-checking programs despite research that indicates that data held in CRM systems degrades at about 3% per month, built-in access to Experian aims to resolve the problem by providing the ability to cleanse, validate, and monitor customer records against its data resources. The Experian data could also be used to identify new leads and carry out credit checks on existing and prospective customers to analyze and identify high-value prospects, and to manage financial risks.
Data Ready CRM also includes a Leads On Demand module that allows organizations to draw new business prospects from Experian’s databases based on specific criteria. It is integrated via XML web service calls and paid for on a transactional basis based on the data they use.
With all enterprise application providers looking to their channel partners to deliver additional functionality and services on the back of the core product, the Aspective/Experian tie-up is one example of how these will be delivered.